PENGARUH FLASH SALE DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI SHOPEE (Studi Pada Mahasiswa Pengguna Aplikasi Shopee di Universitas 17 Agustus 1945 Samarinda)

Abstract

ABSTRACT

This research aims to determine and analyze the influence of Flash Sale and Trust on Purchasing Decisions on the Shopee Application (Study of Students Using the Shopee Application at the University of 17 August 1945 Samarinda). The theoretical basis used in this research includes Flash Sale, Trust and Purchase Decisions.

This research was conducted on students who used the Shopee Application at the University of 17 August 1945 Samarinda. The research population was students who used the Shopee Application at the University of 17 August 1945 Samarinda. The sample taken was 92 respondents. Data collection was carried out by distributing questionnaires from Google Form using a Linkert scale to measure each indicator.

The analytical tool used in this research is multiple linear regression using the statistical program SPSS version 25. The results of this research show that

1) Flash Sale has a significant effect on purchasing decisions among students using the Shopee Application at the University of 17 August 1945 Samarinda. This means that the more products there are on Flash Sale, the stronger consumers will decide to buy products on the Shopee Application. 2) Trust has a significant influence on purchasing decisions among students using the Shopee Application at the University of 17 August 1945 Samarinda. This means that the better the Trust or Trust in the Shopee Application influences consumer confidence so that it provides value that exceeds consumer expectations. 3) Flash Sale and Trust together have a significant effect on purchasing decisions among students using the Shopee Application at the University of 17 August 1945 Samarinda. This means that Flash Sales and Trust together increase the influence of purchasing decisions on the Shopee Application.